Omnichannel marketing and the importance of consistency

It’s Monday morning, and you’re late for work.

You run out the door, but not before noticing an eye-catching pamphlet lying on your front porch. As you hurry to your car and start the engine, the radio turns on to some story blaring from the speakers. Even as you speed out of your neighborhood, you look up to see a digital billboard flash by your windshield.

Today, people are bombarded with messages coming through all kinds of different channels. The rise of smartphones, where people can be plugged into the Internet 24/7, has only added more outlets to the mix.

But how can companies use these new channels to increase their business?

Two words: Omnichannel marketing.

The phrase, considered a “marketing buzzword” by the advertising industry, ties in with the idea that companies need to provide a seamless experience to their customers. Across all channels, companies must focus on providing an experience that remains both consistent and complementary.

Omnichannel marketing does just that. Every device, whether it’s a smartphone, tablet, laptop, or desktop computer, must maintain the same message, woven together flawlessly.

If this marketing is carried out effectively, it can be a fantastic way to win, and keep, new customers. In fact, according to an infographic by PK4 Media, companies with a strong omnichannel presence experience an average 9.5% increase in annual revenue.

Advertisers can do the same. By focusing on an omnichannel approach, sending a consistent message across different outlets, they can target potential customers in a more diverse way that can get more and more people excited to try out the new products.

But remember: consistency across these different channels is key.

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